How an ultra-addictive Jingle powered Optimum’s Reggaeton ad campaign

More evidence that the commercial jingle is making a comeback can be found in Cablevision’s campy ad for its Optimum’s Triple Play service (High-Speed Internet, Digital Cable TV & Digital Phone Services).

The jingle uses the upbeat dance style Reggaeton to create a fun, over-the-top spot that targets the urban, Latin American market. Reggaeton – a dance style that blends Jamaican reggae and dancehall with Latin American dance rhythms, hip hop, and electronica – first gained popularity in Puerto Rico and Puerto Rican musicians and producers have spread the music to the U.S.

It’s a jingle. The music is original and was written specifically to underscore the important elements of Cablevision’s Optimum campaign. The addictive part of it, and the part that seems to be most resonating with viewers is the chanting of the toll-free phone number – the “8–7–7-3-9-3–4-4-4–EIGHT”.

Here are some comments pulled from YouTube, Yahoo and other sites.

lmao i love that commercial.. its catchy lol.. i can’t even memorize my boyfriends number that fast..
HAHAHAHA I Love this song everyone sings it in school

When I was sick in bed this was the only thing that kept going through my head “877 393 444 EIIIIGHT!” I want to kill them.

This is GREAT!! Especially love when the hot mami’s sing,. “8–7–7-3-9-3–4-4-4–EIGHT!!!” Great!
there is no point to this video but i love it it is so funny!!!

When viewers are laughing and teasing each other with your commercial and the music, the jingle, has embedded your toll-free number into their consciousness, then you have hit – an advertising grand slam.

Yes, there are negative comments about the commercial as well but they are mostly complaints about frequency. The ad is being shown a lot. It is currently bombarding the NYC market. But again, the frequency is probably driven by the ad’s apparent success.

I’ve been writing about jingles lately because I believe their power has been neglected by creatives at ad agencies. Jingles have an uncool or old-fashioned stigma and have, until recently, been ignored.

Taken individually, lifestyle spots, which typically license hit songs from the 1970s/80s/90s pop catalog as their soundtrack, seem creative and funny but they run into problems when watched one-after-another during a commercial break. The ads tend to blur together. Instead of shining a light on the product, the overall effect is weakened by a slew of similar approaches. Everyone is branding the same upbeat lifestyle. There is no product differentiation. The commercial goes to great lengths to keep viewers entertained but it forgets its actual purpose.

Jingles, on the other hand, get right to the point and directly sell your campaign.   8–7–7-3-9-3–4-4-4–EIGHT!

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